Perancangan Strategi Digital Marketings Dengan Metode Race Pada Layanan Online Food Delivery Berdasarkan Perilaku Pelanggan Generasi Z

Wardhanie, Ayouvi Poerna; Naufal, Althov Zhorif; Wulandari, Sri Hariani Eko

doi:10.37802/joti.v3i1.187

Cited by 4 publications

(3 citation statements)

References 1 publication

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“…The hybrid model is a mixture from RACE model combined with The Apurva Kempinski Bali Spectacular Journey Compass. The RACE model was found by Dr. Dave Chaffey from Smart Insight in 2010 and then updated in 2012 and 2015 (Naufal et. al, 2021).…”

Section: Digital Marketingmentioning

confidence: 99%

Digital marketing development in increasing Russian customer by The Apurva Kempinski Bali

Andriany

Murni²,

Budarma³

et al. 2023

JASTH

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This research aims to analyse digital marketing to be implemented to increase Russian customer and to design which model of digital marketing to able to increase Russian customer at The Apurva Kempinski Bali. Data collection done by observative participation, interview and focus group discussion with 15 respondents whom meets competence criteria of digital marketing and tourism industry. The research conducted by qualitative analysis data by Miles and Huberman Technique, supported by Nvivo 12 Pro software. The research result shows that The Apurva Kempinski Bali meets criteria of Resource Base View and 7P Marketing Mix, it showcases at the hotel has competitive advantage. This research finds hybrid model Candi Crandra Sangkala that combined with RACE model by Dave Chaffey and Spectacular Journey Compass as customer engagement reference at The Apurva Kempinski Bali.

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Section: Digital Marketingmentioning

confidence: 99%

Digital marketing development in increasing Russian customer by The Apurva Kempinski Bali

Andriany

Murni²,

Budarma³

et al. 2023

JASTH

View full text Add to dashboard Cite

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“…Menjaga hubungan dengan pelanggan demi menciptakan loyalitas pelanggan. Loyalitas pelanggan dapat diukur dengan penggunaan produk ataupun jasa secara berulang kali, membagikan konten melalui social media, dan kita juga harus mengukur seberapa banyak pelanggan aktif yang menggunakan layanan dan bagaimana tingkat kepuasaan dari setiap pelanggan [10] .…”

Section: (D) Engage (Melibatkan)unclassified

Peningkatan Promosi Wisata Kampung Lawas Maspati melalui Digital Marketing

Nurkasanah,

Ramadina,

Nurfatikha

et al. 2023

SWGT

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Seiring berkembangnya zaman, teknologi digital semakin canggih dan menjadi penting bagi sektor industri dalam mengembangkan industrinya dengan lebih efektif dan efisien. Indonesia mempunyai potensi wisata yang besar, sehingga sektor pariwisata pun turut mengikuti tren digitalisasi tersebut. Salah satu daerah yang berpotensi di sektor wisata yaitu Kampung Wisata Lawas Maspati yang berlokasi di Jl. Maspati Gg. VI, Kecamatan Bubutan, Kota Surabaya. Kampung ini merupakan daerah bersejarah yang banyak dikunjungi oleh masyarakat. Namun, dengan terbatasnya jumlah dan kemampuan sumber daya manusia, penggunaan kanal digital untuk manajemen pemasaran di tempat wisata tersebut masih kurang optimal. Meski telah memiliki media sosial, namun kanal tersebut sifatnya hanya dokumentasi kegiatan warga dan belum persuasif untuk mengajak wisatawan berkunjung atau membeli produk dari UMKM yang ada. Sementara, pihak manajemen menginginkan adanya peningkatan jumlah wisawatan dan pelanggan produk. Media sosial seperti Instagram, TikTok, dan berbagai media sosial lainnya akan digunakan sebagai media promosi dan dianalisis kecocokannya dengan segmen wisatawan dan pelanggan produk Kampung Lawas Maspati. Dalam penyampaian informasi melalui media tersebut, tim merumuskan dan menyediakan timeline konten promosi dan membuatkan konten pilot untuk perbaikan media sosial, serta membuatkan panduan branding agar ke depannya pengurus menjadi mandiri untuk mengunggah materi promosi di media sosial.

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“…The RACE method is a digital marketing method created by Dr. Dave Chaffey to help newly developing companies plan and manage digital strategies in a more structured way (Poerna Wardhanie et al, 2021). RACE Planning, according to Andi Adithama ( 2016…”

Section: Race Theory Modelmentioning

confidence: 99%

Inbound Marketing Strategies in Increasing Sales to Sellers in Online Marketplaces

Syihab,

Widayat,

Fiandari

2023

J. Professional Business Review

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Purpose: This study aims to analyze sales strategies in online marketplaces using inbound marketing Theoretical framework: Inbound marketing is a way of digital marketing by creating content to build brand awareness in consumers. It is expected to make consumers trust and then make product purchases. Businesses and marketers are also advised on how and which techniques can be successful in each process. Design/methodology/approach: The method used in this research is a qualitative approach. The object of this research is in Malang City, and we took a sample of 5 samples of sellers or traders who always enter Top Seller on March 10, 2023. Primary data in this study were obtained from questionnaires or questionnaires and interviews with sellers in the online marketplace in Malang City. Data collection techniques are in the form of observation, interviews, and documentation. Data analysis techniques in a qualitative approach using analysis steps belonging to. Findings: The results are that inbound marketing strategies that include the reach, act, convert, and engage stages can effectively increase sales to sellers in online marketplaces. In the reach stage, social media and high-quality content are key to attracting potential customers. The act stage involves improving the atmosphere of the online store and utilizing online marketplace features. In the convert stage, the shop follows vouchers and saving combos to convert potential customers into actual customers. Finally, the engage stage focuses on maintaining consumer relationships through seller information and repurchase strategies. Research, Practical & Social implications: The study is expected to provide new knowledge about sales improvement strategies for all companies, especially online sales systems through inbound marketing. And this research is still possible to be developed further with a different point of view. Originality/value: No research discusses inbound marketing strategies to increase sales in online marketplaces without paid advertising. This is the originality of this research.

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Perancangan Strategi Digital Marketings Dengan Metode Race Pada Layanan Online Food Delivery Berdasarkan Perilaku Pelanggan Generasi Z

Cited by 4 publications

References 1 publication

Digital marketing development in increasing Russian customer by The Apurva Kempinski Bali

Digital marketing development in increasing Russian customer by The Apurva Kempinski Bali

Peningkatan Promosi Wisata Kampung Lawas Maspati melalui Digital Marketing

Inbound Marketing Strategies in Increasing Sales to Sellers in Online Marketplaces

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